connect, cultivate, convert --- a new marketing model

Copyright © 2013 by IQ Agency

CONNECT, CULTIVATE, CONVERTA Model for the New Marketing

January 2013


TABLE OF CONTENTS

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A New Model

Connect

Cultivate

Convert

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2

3

4

02

04

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Copyright © 2013 by IQ Agency 3

A NEW MODEL


STEP ONE: GET NOTICED


Getting noticed has always been the job of advertising, but it’s the most costly marketing you will do, so make every penny count.


THE NEW MARKETINGPiece by piece the internet has changed everything about buying and selling


• In the past advertising was used to get awareness, make the pitch and deliver qualified buyers

• Now you can do most of it better in digital channels

• So advertising doesn't have to carry the value proposition anymore

• Its job is to drive people to digital channels

DRIVE TO DIGITAL

Copyright © 2013 by IQ Agency 9 * McKinsey & Co

THE JOURNEYForget the funnel. The consumer journey to purchase is very different now.


CONSUMER DECISION JOURNEY

10

DREAM DO

ENJOY

* McKinsey & Co


MAP THE JOURNEY• The Consumer Decision

Journey tells you which “Connect” tactics are best

• Plot the Consumer Decision Journey for each target audience segment

• Identify the key touch points, then decide where and how you should engage.

• The Consumer Decision Journey is your guide throughout the customer lifecycle.

* McKinsey & Co


GETTING ATTENTIONConsumers are more demanding and ads alone are not enough anymore.


PAID MEDIA*• Traditional media develops

brand, but is less directly responsive

• Digital media connects the viewer immediately with a click

• Search captures already active prospects and should be at the top of the list

• Use the Consumer Decision Journey** to select tactics

* banner ads, TV, radio, print**Copyright McKinsey & Co.


OWNED MEDIA*• SEO drives search on owned

site, mobile and social

• Social is highest influence and trust in purchase research

• Brand Ambassadors spread awareness

* brand website, blog, Facebook and other owned social sites


EARNED MEDIA*• Earned is not only press -

Social is also earned since consumers really own it

• Transparency earns trust, trust earns reputation

• More likely to create viral and Word Of Mouth

* press, social mentions on non-owned social sites


CULTIVATE


STEP TWO: TURN AWARENESS INTO BRAND PREFERENCE


Most people are not ready to buy, they need to be cultivated. If a brand waits until the buyer is ready it’s too late. If preference is created, conversion is easier when the time comes.


BRANDS ARE NOT IN CHARGEConsumers are the boss so the only way to win is to super serve them.


EXCHANGE VALUE• Relationship/Dialogue is

the result of value exchange

• Exchange content for consumer information

• Use that information to make your brand more personally compelling

• Content only works if the target consumer considers it valuable


CAPTURE & LEARN• Accumulated data informs

personalized marketing

• A CRM* program learns about consumers over time

• A CRM database is a critical marketing asset

• Content driven permission email is the heart of a CRM program

* Customer Relationship Marketing

21


POWER TO THE PEOPLESocial communities empower the individual with knowledge and influence


ENABLE TRUST• Social marketing is cultivation

• Compelling content influences social communities

• User Generated Content (UGC) and social customer service are key


CONVERT


STEP THREE: CLOSE THE DEAL


Convert prospects into qualified leads and deliver to sales. Convert customers into brand ambassadors.


SALES MACHINESThe next best thing to a great salesperson is a great digital experience


FOCUS YOUR WEBSITESON CONVERSION• You have the most control

of your pitch on your brand websites and your social sites.

• It’s where you can make your most compelling case


THREE PRIMARY SITE MISSIONS• Shepherd prospects through

the value proposition and deliver leads to sales

• Capture prospects who don’t buy into your CRM program and Marketing Automation

• Quickly siphon off all other constituencies to an appropriate experience


MARKETING AUTOMATION• Marketing Automation

cultivates individual relationships with prospects

• It tracks activity at the individual level on your website, blog, email etc.

• Each event adds to the profile of the prospect

• Supports attribution


MAKE CONVERTS

Give your customers reasons to be happy and then ways to spread the joy


BRAND AMBASSADORS• Brand Ambassadors spread

their enthusiasm and create new prospects and customers

• Enable, equip and motivate these ambassadors to spread their opinions

• Enable sharing of User Generated Content on your sites and in social networks


CONTENT IS KING...Queen and the entire court. Brands are in the content business like it or not.


THE NEW CURRENCY • Content is the currency of

digital channels

• Includes video, apps, tools, games, contests, articles etc.

• Content is part of every stage: Connect, Cultivate and Convert

• Invest in a content strategy


STRONG CONTENT EQUALS STRONG BRAND• Content must be engaging,

informative and entertaining – often at the same time

• Brands must constantly publish new content to stay fresh and top-of-mind

• This is a big challenge


DATA RULESBut the value is in deciphering what the data means


THE HUMAN ANALYST

• Metrics are the fuel that powers the system

• Analytics are the interpretation of metrics by analysts

• Analysts find the story in the data

• Analytics enable consumer/product insights, optimization

• Better attribution & ROI


THE DASHBOARD• Combining data from

multiple sources into a dashboard gives you a holistic view

• A dashboard gives planning and strategy a long view

• Integrating analytics reveals hidden trends and insights


THANK YOUFor more informationCall 678-449-2004www.iqagency.com

http://www.iqagency.com

http://www.iqagency.com

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